Customer Experience (CX) in 2022


Join ISG’s CMO, Paul Gottsegen, as he interviews ISG Advisor, Prashant Kelker, about digital customer experience trends and predictions for 2022 – and the importance of connecting and leveling up your backend operations.



[Continued from previous video]

I think we should go back to the first principles on design of workloads and not fall for newspaper headlines. 


OK, fair enough, and let's fly down from the cloud and talk about the customer experience. Yeah, we've all been through the ringer. Now all the retailers you can go to, there are four or five spots in the parking lot for curbside pickup, which I kind of like. At the Gottsegen household, we don't go to a grocery anymore, but we eat well, and they deliver it. And what’s cool is my sweet wife will give me a heads up where the next delivery is, and then we know that the truck’s within 5 minutes delivering the groceries. 

But see, that's all done, so that's the kind of my new normal in in the world of as we live now, kind of settled in. The dust is settled on the real must-haves over the first wave of, you know, these new challenges and the dynamism. Moving into 2022 customer experience, what are some of the interesting opportunities or challenges that organizations will face as they think about better serving their consumers? 


That's a good question, Paul. I think what organizations have done very well over the last three years is this: they've ticked a few boxes on user experience, be it mobile or portals. They've been working on their front end. 

I think COVID-19 forced everybody to start thinking about curbside pickup, which is actually backend processes. So, most of the spends we are seeing at the moment are moving away from front end to connect front end to mid office to back office. 

So, you know, we’re asking:

  • What's the kind of inventory you need to have curbside pickups? 
  • How much can you predict in advance? 
  • Do you have the right stuff in your inventory? 
  • Do you need a new place to store things? 

I think that's that's where the spends are. 

The second thing is, of course, on ecommerce. We're seeing lots of spends on connecting customer experience with agent experience with employee experience, and then the ecommerce trail which has to go throughout. That's where I think the next spends will be for the coming four or five quarters. 

About the authors

Paul Gottsegen

Paul serves as Partner and President of ISG Research and Client Experience and is responsible for the ISG Research business globally, including such products as ISG Provider Lens™ provider evaluation research, ISG Momentum® market research and ISG Events. In addition, Paul leads the firm’s entire Client Experience, including digital and product marketing, partnerships and alliances, sales enablement and corporate communications. He was previously CMO and Americas Head for Mindtree during the six-year span in which Mindtree, a fast-growing technology services company, expanded from $400 million to $1 billion in revenue. Prior to Mindtree, Paul held executive positions with Infosys, HP and Dell. Paul earned a bachelor’s degree in computer science from Brandeis University and a master’s degree in business administration from The Wharton School. He serves as the co-chairman of The Gastric Cancer Foundation. 

Prashant Kelker

Prashant works with enterprises to shape their operating models for a digital journey and brings 20 years of expertise in all aspects of applications and platforms, from designing transformations through the whole sourcing lifecycle. Prashant’s experience spans a range of industries, including Financial Services, Telecom and Media, Automotive and Utilities, and a range of geographies, including Europe, the Americas and India. Recently, he helped a Fortune 100 automotive giant consolidate its next-generation sourcing for applications, executing digital transformations right up to application management. He has also structured and run a digital transformation strategy and multi-project execution for a large logistics firm in the Nordics and set up a captive offshoring unit for agile product development in India for one of the world’s largest publicly-listed European entertainment companies.